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Gone are the days when marketing chiefs focused solely on the classic 4Ps: Product, Price, Promotions and Place - they now must take an integrated approach to drive company goals.

Darrell Sansom became Chief Marketing Officer (CMO) of AXA UK in April 2017. After a review of his role, however, he was renamed Chief Customer and Innovation Officer to signal his strategic role in the business. As with the ‘chief growth officers’ at Coca-Cola, Kellogg’s Company and Mondelez International, his new title reflects the wider range of responsibilities now being assigned to marketing chiefs.

In addition to their outward, customer-facing activities, marketing executives are working more closely with chief executives to help fulfil strategic targets, deliver innovation, and focus on using data and analytics to segment and target the consumer base. They are also increasingly accountable for overall business growth.

However, a lack of visibility across both tactical and strategic activities is undermining the ability of marketing chiefs to meet their goals, according to a survey of 250 CMOs and senior marketing executives across Europe.

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